Travis Scott has been announced as sunglasses brand Oakley’s first ever “chief visionary”.
Scott is known to have been a long time fan of the label and he has joined Oakley on a contract that is set to last a number of years.
While it is not entirely clear what the role of chief visionary entails, Scott said in a statement: “I’m inspired by what people think can’t be done. It’s about pushing culture and reworking ideas to see how far they can go. Oakley’s design game is next level, and I had to be part of that. We’re building something that blends legacy with the future. This is just the beginning.”
Caio Amato, Global President of Oakley, also said: “Today marks a bold new chapter in Oakley’s history as we proudly welcome Travis Scott as our Chief Visionary—a title that speaks to creativity, belief, and purpose, to forge something that’s not only different, it’s defining.”
To celebrate the announcement, Oakley have already unveiled a number of new items including hoodies, shirts and posters.
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On the music side of things, Scott has had to deal with Pusha T sending a number of shots his way.
Pusha recently eviscerated Scott on the latest Clipse single “So Be It”, spitting: “You cried in front of me, you died in front of me / Calabasas took your bitch and your pride in front of me / Her utopia had moved right up the street / And her lip gloss was poppin’, she ain’t need you to eat.”
In an interview with GQ, Pusha then explained that his reasons for dissing Scott were a result of him shading Pharrell Williams on “Meltdown” which features a Drake verse with lines aimed at the legendary producer.
He said: “The true context of that is we were in Paris, literally working, and he was calling to play P his new album. He came to [Pharrell’s] studio. He interrupted a session,”
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“He sees me and Malice there. He’s like, ‘Oh, man, everybody’s here,’ he’s smiling, laughing, jumping around, doing his fucking monkey dance. We weren’t into the music, but he wanted to play it, wanted to film [us and Pharrell listening to it]. And then a week later you hear Meltdown, which he didn’t play. He played the song, but not [Drake’s verse].”
